The relationship with Microsoft and Citrix has evolved rapidly over the past few years with Microsoft Azure proving to be the perfect platform for Citrix. As a result, the Azure GTM Team needed to activate the channel to drive this message forward.



• Identification and recruitment of appropriate partners

• 100% recruitment target met

• Messaging framework

• Assets include: eBook, webinar deck & slide notes, emails, infographic, sales card, landing page copy & design

• Value proposition workshops

• Campaign planning services

• Asset customisation

The brief:

To convince 10 selected Citrix and Microsoft partners of the value of targeting existing Citrix customers with a hybrid Azure IaaS solution.

The approach:

We created the ‘Citrix on Azure’ programme – delivering a highly personalised service based around a suite of assets that can be used at scale. This was achieved by marrying our Value Proposition Workshops with a library of customisable content.

Microsoft Investor:

Becky Leggett – Partner Market Advisor, Infrastructure


  • 100% partner recruitment target met

  • Economies of scale for Microsoft team as one Bill of Materials fulfilled 10 campaigns

  • Extraordinary value for partners

  • A model for engagement across other Microsoft workloads

I really appreciate the candour on your thinking on ResourceiT strategy going into the next evolution of partner strategy at Microsoft. You have my commitment on the official side that we’ll partner to help wherever we can.
— Mark Johnston, Director of Partner Programs, Microsoft UK